Advertising Principles and Practices : Project 2 - Media Mix / Strategy
16/4/18 - 27/4/18 (Week 4 - Week 5)
Tiffany Kezia Joe [0333043]
Advertising Principles and Practices
Project 2 : Media Mix / Strategy
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LECTURE
Week 4
Lecture 4 - Week 4 (17/04/2018)
The term media refers to traditional way of communication (mass communication; television, radio, magazine, and newspaper. Both are used for the purpose of advertising although traditional media has seen decline over the years especially in newspaper ad revenue. Media strategy describes how advertisers will achieve the stated media objectives, which media will be used, where, how often, and when. It is a process of analyzing and choosing media for an advertising campaign. There are instances where the type of media chosen has a significant role in relaying the advertising message effectively.
Week 5
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INSTRUCTION
PROJECT 2
In Project 2, our task is to develop the advertising campaign for our selected brand, which is Taylor’s Design School. Therefore, we need to choose suitable media to promote our advertisement. The selected mediums that I chose are Social Media Advertising and Billboard.
Online advertisements are purchased through one of the following common vehicles:
Social Media advertising is great because the target audience can be targeted specifically. For example, Facebook’s targeting options include age, region, interests, educational background and more. Social media advertising helps businesses find new potential clients by using users’ own shared information to identify interest. Rather than reactively targeting users who search a certain term, social media advertising proactively targets relevant users before they even begin their search.
Why?
Billboard advertising is an ideal way to get people talking about a brand and generate immediate awareness of the products or services you offer. Seeing a billboard once has little impact. However, if massive audience seeing the same billboard day after day for a period of weeks, months or years. The brand and the message will eventually start to stick in people’s minds and brand engagement usually follows. The static, unchanging presence of the billboard people see while on their way to work, dropping the kids off at school or driving to work will seal the brand into their minds. Subconsciously the message is creating trust and authority in the minds of the target audience, and when the time comes to make a purchasing decision, people are more likely to remember that brand as being the “go to” company for their needs.
Tiffany Kezia Joe [0333043]
Advertising Principles and Practices
Project 2 : Media Mix / Strategy
-
LECTURE
Week 4
Lecture 4 - Week 4 (17/04/2018)
The term media refers to traditional way of communication (mass communication; television, radio, magazine, and newspaper. Both are used for the purpose of advertising although traditional media has seen decline over the years especially in newspaper ad revenue. Media strategy describes how advertisers will achieve the stated media objectives, which media will be used, where, how often, and when. It is a process of analyzing and choosing media for an advertising campaign. There are instances where the type of media chosen has a significant role in relaying the advertising message effectively.
Week 5
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INSTRUCTION
PROJECT 2
Research
ONLINE ADVERTISING (SOCIAL MEDIA)
Online advertising, also known as internet/web advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.
There are several types of online advertising, such as Email Marketing, Search Engine Marketing (SEM), Social Media Marketing, Display Advertising (including web banner and pop-up advertising), and Mobile Advertising.
- Cost per Mile (CPM): Advertisers pay for every thousand displays of their message to potential customers
- Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.
- Cost per Action (CPA): Advertisers only pay when a specific action (generally a purchase) is performed.
- Cost per Engagement (CPE): Advertisers pay when the viewer actually saw and/or interacted with the ad
- Cost per View (CPV): Advertisers pay video advertising.
- Cost per Install (CPI): specifically for mobile applications or mobile advertising, paid when the app was installed.
- Fixed Cost: Advertisers pay a fixed cost for delivery of ads online, usually over a specified time period, irrespective of the ad's visibility or users' response to it.
- Attribution: based on the effectiveness of particular ads
What?
Social media is the form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)
Why?
Social Media advertising is the most effective, inexpensive and easiest approach towards the Gen Y. Being digitally savvy and technology-driven, millennials spend a little more than 6 hours per week on various social media platforms. This shows the central role that social media is playing in the daily lives of today’s generation
When it comes to social media advertising, Facebook is by far the most popular network of choice. Behind the market leader however, things are less clear. According to a research report by Social Fresh, Instagram is quickly gaining popularity among marketers and could soon take Twitter’s place as the second most important social advertising channel. Below is the chart of Social Media that shows the popularity of those platforms among advertisers.
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| Image 2.1 Chart of Social Media popularity among advertisers source : https://www.statista.com/chart/4822/social-media-advertising/ |
Advantages
- Increased Brand Awareness : Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers.
- Better Customer Satisfaction : Social media is a networking and communication platform. Creating a voice for your company through these platforms is important in humanizing your company. Customers appreciate knowing that when they post comments on your pages, they will receive a personalized response rather than an automated message. Being able to acknowledge each comment shows that you are attentive of your visitors’ needs and aim to provide the best experience.
- Cost-Effective : Social media marketing is possibly the most cost-efficient part of an advertising strategy. Signing up and creating a profile is free for almost all social networking platforms, and any paid promotions you decide to invest in are a relatively low cost compared to other marketing tactics. Being cost-effective is such an advantage because you can see a greater return on investment and retain a bigger budget for other marketing and business expenses.
- Gain Marketplace Insights : By monitoring the activity on your profiles, you can see customer’ interests and opinions that you might not otherwise be aware of if your business didn’t have a social media presence. Using social media as a complementary research tool can help gain information that will aid you in understanding your industry.
- Improved Brand Loyalty : One of the main goals of almost all businesses is developing a loyal customer base. Considering that customer satisfaction and brand loyalty typically go hand in hand, it is important to regularly engage with consumers and begin developing a bond with them. Social media is not just limited to introducing your brand’s products and promotional campaigns. Customers see these platforms as a service channel where they can communicate directly with the business
How & When?
- Facebook
The best time to post on Facebook during the week is between 1 p.m. and 4 p.m. during work hours. That’s likely because many Facebook users browse on their desktops and check it during downtime at work. The best days to post on Facebook are Thursday, Friday, Saturday and Sunday. Tuesday is the worst day to post on Facebook. Weekends get the highest level of engagement on Facebook.
The best time to post on Facebook during the week is between 1 p.m. and 4 p.m. during work hours. That’s likely because many Facebook users browse on their desktops and check it during downtime at work. The best days to post on Facebook are Thursday, Friday, Saturday and Sunday. Tuesday is the worst day to post on Facebook. Weekends get the highest level of engagement on Facebook.
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| Image 2.2 Best time to post in facebook source: https://my.oberlo.com/blog/best-time-post-social-media |
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| Image 2.3 Facebook ad types source: http://jipsonmusundi.com/facebook-ads-cheat-sheet-to-high-converting-facebook-ad-creative/ |
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| Image 2.4 Facebook ads example source: https://indesignmedia.net/blog/facebook-ad-specs-image-sizes-fully-updated-2017/ |
-Instagram
The best time to post on Instagram is during lunch (11 a.m. to 1 p.m.) and evening after work (7 p.m. to 9 p.m.). Most Instagrammers tend to login via mobile. So they tend to avoid browsing during work hours. The best days to post on Instagram are Monday, Wednesday and Thursday. Sunday is the worst day to post on Instagram, though the best time to post on Instagram on Sunday is 5 p.m. Wednesdays get the highest level of engagement on Instagram.
The best time to post on Instagram is during lunch (11 a.m. to 1 p.m.) and evening after work (7 p.m. to 9 p.m.). Most Instagrammers tend to login via mobile. So they tend to avoid browsing during work hours. The best days to post on Instagram are Monday, Wednesday and Thursday. Sunday is the worst day to post on Instagram, though the best time to post on Instagram on Sunday is 5 p.m. Wednesdays get the highest level of engagement on Instagram.
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| Image 2.5 Best time to post on Instagram source: https://my.oberlo.com/blog/best-time-post-social-media |
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| Image 2.6 Instagram ads types source: https://blog.adstage.io/2017/11/07/instagram-ad-cost-report/ |
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| Image 2.7 Instagram ads examples source: http://www.nanigans.com/blog/igram/usu/6-instagram-ad-creative-best-practices-for-digital-marketers/ |
OUTDOOR ADVERTISING
Out-of-home media advertising (also OOH advertising or outdoor advertising) or out-of-home media (also OOH media or outdoor media) is advertising that reaches the consumers while they are outside their homes. Out-of-home media advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative.
What?
Billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing witty slogans and distinctive visuals, billboards are highly visible in the top designated market areas.
Why?
Billboard advertising is an ideal way to get people talking about a brand and generate immediate awareness of the products or services you offer. Seeing a billboard once has little impact. However, if massive audience seeing the same billboard day after day for a period of weeks, months or years. The brand and the message will eventually start to stick in people’s minds and brand engagement usually follows. The static, unchanging presence of the billboard people see while on their way to work, dropping the kids off at school or driving to work will seal the brand into their minds. Subconsciously the message is creating trust and authority in the minds of the target audience, and when the time comes to make a purchasing decision, people are more likely to remember that brand as being the “go to” company for their needs.
Advantages
- Visibility : One of the biggest advantages of billboard marketing is its visibility. When placed in high-traffic areas such as busy highways or streets, it is guaranteed to get a high level of exposure to broad demographic of people. If the billboard is located in an area that is part of someone’s daily commute, there will be even more exposure to that person on a daily basis.
- Opportunity for Creative use : Most of the time, billboards are usually created with the same formula – a big picture with a headline. There is a large opportunity for businesses to stand out from the crowd by fully utilising the medium in ways that other businesses are not. Incorporating the surrounding environment into the billboard ad can turn it from something basic into something that people will not forget.
- Targeted Locations : When we ever felt hungry while driving along a boring highway and then suddenly seen a billboard reading “McDonalds, 10 min ahead”, most people would respond immediately by buying the food there and then. This is a benefit that billboard advertising has over other mediums. In many situations, the billboard can be positioned to display a product/service right next to the establishment that sells it. This takes advantage of people’s desires ‘in the moment’ and allows them to act on impulse with convenience.
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| Image 2.8 IKEA Billboard advertising examples source: https://id.pinterest.com/pin/836965911972548285/ |
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